A Case Study
O&G have been marketing partners for Elite Hotels for over 15 years. After collaborating together on 10 issues of Insight - it was time to time to give the publication a refresh, and bring it up to date and in line with other hotel marketing.
Despite the desire to update Insight to ensure that it remains relevant for today’s contemporary reader, the existing broadsheet newspaper format of the publication was a hit with some of Elite’s regular guests. It was important that the new publication did not lose the overall aesthetic and heritage of the Elite Hotels brand that their guests have come to appreciate. Elite were also interested in combining Insight with their bi-annual Calendar of Events publication, making Insight the number one destination for everything Elite.
Content idea generation
Whilst the original broadsheet newspaper format of Insight connoted heritage and tradition, it felt a little too out dated for the brand’s trajectory. We felt that Insight should have more of an editorial aesthetic, and whilst using less copy and more photography was a step in the right direction, we also needed to explore the physical size and layout of the publication.
We chose B5, the size of a miniature magazine that you might pick up at the airport before your getaway abroad. We chose the size as it’s more modern than the previous broadsheet format, but still classic and premium, just like Elite.
Head of Marketing & Communications, Elite Hotels